FACT: The way we communicate
is changing. It‟s not a fad.
We must adapt by:
Having a presence in places where people are.
Finding new ways to engage our existing supporters
where they are.
Recruiting new supporters, donors and advocates
where they are.
Giving people a way to show they support us –
where they are.
Giving people an easy way to recruit friends, f
amily, and strangers where they are.
We have to accept the fact that some people will never join our email list or website.
• Stay on top of latest trends
• Research new opportunities
• Train staff
• Have guidelines
• Take an integrated approach
• Measure everything!
• Showcase successes
• Don‟t be afraid to fail
• Learn from mistakes
WIIFM? Fundraising is only one (small) aspect
of social networking for nonprofits.
• List building
• Community building
• Knowledge sharing
It‟s really about building meaningful relationships
with individuals and creating a two-way dialogue
about your brand.
Spay Day Pet Photo Contest 23,000 Facebook app installs
40,000 contest entrants
(donations / event fundraising) 60% utilization rate
Improvement from 31,000 // $72,000 in „08
LOLseals Photo Contest 3,000 entrants
2,000 new email addresses
(awareness / list building) 28,000 page views
6 major industry blog entries
26 RSVPs to Tweetup
TAFA Community 357 hashtag mentions from 27 people
(community / relationship building) 101 people identified themselves
139 Facebook event RSVPs
1505 YouTube video views
Success is no longer just about
how many friends you have.
Do those friends do what you want them to?
• Sign advos and petitions
• Recruit friends
• Re-post your content
• Subscribe to your email list
You won‟t know unless you measure and evaluate.
How do you measure success?
Unique URLs (source codes)
– Advo links in blogs and bulletins
– Advo links in banners and badges
– Donation links
Click through & conversion rates
– # of visitors and page views to quantify exposure
– Time spent on site or page to measure engagement
– Top pages and keywords to define interests
– Referring sites to find out where people are
RSS feeds (buzz)
Friend request / commenting trends in relation to other activities
…it’s not just about the money.
We started with
Got the buy-in
Speaking of Buy-in…
Don’t just tell them about it: get them involved!
Aggressive: CEO on Facebook,
Executive VP on Twitter
Passive: Communications SVP
Twitter via iPhone RSS Feed
Twitter link on Press Releases = 300 new followers in one day
Sharing functionality on web stories = addthis now a top referrer
# new emails, donations via unique URLs (source codes)
Setting goals on # friends, followers (they get really excited!)
Social media links on homepage and emails
Increased resources and interest
Internet Communications Code of Conduct
Guest Tweeters in PR, Campaigns, Emergency Services
We started out with 1 person.
New branch of Online Communications
Department called “Emerging Media”
• Director of Emerging Media (project manager)
• Emerging Media Manager (online volunteer program)
• Emerging Media Specialist (brand monitoring)
• Social Media Specialist (Facebook, MySpace)
• Internet Marketing Specialist (advertising, SEO, analytics)
• 4 virtual interns
• street team
• several furry office mascots
A quick note about Brand Monitoring
No company or org can afford to not pay attention to what people are saying
about their brand online today.
There are many tools ranging from expensive (Radian6) to cheap (Filtrbox) to free!
At the very least..
You should have Google Alerts
and Tweetbeep notifications
or an RSS feed from Twitter Search
for your brand name.
Why the focus on Twitter?
Twitter is the most real-time account
you have of what people are saying
What if I’m a smaller business /
These same principles can apply
People talk (a lot) on a local level.
Follow interesting hashtags and
The time to have a social media policy is NOW.
Have a policy to help your employees understand what they
can and can‟t do when participating in online conversations.
Social networking is not a silver bullet
for your organization’s marketing goals.
Our email program is still our #1 driver of success.
We participate in social networking to reach an audience we might not
You need to be where people prefer to communicate.
Take an integrated campaign approach to cover all angles.
Social media can be OVERWHELMING.
“If you‟re working for the weekends, your shit is BROKE.
Do what you LOVE!” -@garyvee #sxsw
Director of Emerging Media
The Humane Society of the United States
HSUS Networks: humanesociety.org/connect
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